How to Write a Press Release:
Making
Media Appearances
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> Press Releases
by
Peter Cooper
If you're
fairly well known in your industry or are particularly unique, it's likely that
the press will approach you, especially if they've seen your name in other publications.
Most often, you will be approached for one of two reasons, to either comment on
another story or to be interviewed yourself. Let's look at these scenarios.
To
comment on a story or feature
Often a publication will
be running a feature and want opinions and quotes from people with knowledge of
the topic at hand. For example, a report may come out illustrating how many companies
are failing to use their Web sites to get more business. If you run a Web design
agency, then you may be approached to comment on this story. You see it all the
time in magazines. A quote adds another dimension to a story by making it even-sided.
If
you become known as an ideal person to contact with views on a particular industry
or product area, then this gives you plenty of opportunities to show your company
in a good light. Even if you can't specifically mention your product, at least
your company name will appear in the feature, extending your reach into the press.
One
important thing to remember when commenting on other stories is to not say anything
derogatory or libelous. These comments would be edited out by the publication
but if you get a reputation as someone with negative views you're unlikely to
be contacted again. Be courteous when speaking about your competitors and appear
to be a neutral 'intelligent voice' when making comments.
To
be interviewed (on TV or Radio)
If you're particularly
important or have demonstrated that you have an interesting and engaging viewpoint
on a variety of subjects, you may be invited to appear on television. There's
a whole host of technology related TV shows and channels nowadays all trying to
get the best guests. If you get asked to appear on TV, say 'Yes!'.
You
will be provided with all of the information you could require by the TV, especially
for things such as how you should dress and what they expect to be talking to
you about. The important thing about appearing on TV is to appear professional
at all times, but not to be overly self-conscious. Here's some key pointers about
appearing on TV or speaking on the radio:
- Dress
in a professional, yet simple, fashion. Don't go wearing zany stripy suits or
bowler hats.
- Do not fiddle with things while being interviewed for TV.
- Never
say 'umm' or 'ahh'. (This is hard, but an important skill to learn to sound confident
and assured)
- Don't ramble. Stick to the facts.
- Put across your main messages
or points at the start and end of the interview. These are less likely to be edited
out.
Radio is similar to TV except it will be more
informal and dress sense isn't so important for presentational purposes.
Interview
Technique
Sadly I can't provide a full guide to interview
technique here, as this could easily take up another 50 pages! However, here are
some brief tips to cover the main bases:
- Expect
hostile questioning.
(It's the interviewers job to provoke debate) - Don't
snap back at the journalist.
(Some interviewees have been made to look stupid
when they've replied angrily to questions which could have been answered calm
and coolly) - Try not to wander from the topic at hand.
- Enjoy the interview
and keep a positive attitude throughout.
- Stick to plain English; don't get
needlessly 'techie'.
- Don't be overly generic or agreeable. Have some strong,
but realistic, views and opinions.
- Don't do the interviewer's job and start
questioning them.
- Never lose your temper! But if you're offended or
insulted by the interviewer, say so politely.
If all
goes well, you should enjoy the interview immensely and realize how silly it was
to be nervous at the start. You will have also been exposed to a large number
of readers, listeners or viewers all who heard your messages and company name.
Interview success can only spread, and once you're on the ladder, you may end
up getting invited for interviews all the time. Well done!
